Going Forward, The Mobile Banking Behaviors Of Today’s Consumers Should Influence Financial Institutions’ Mobile Marketing Efforts. | |
Boston, April 26, 2011 – A new report from Aite Group provides insight into the behaviors of mobile banking users. Based on a December 2010 Aite Group survey of 1,011 U.S. consumers, the report explains why specific consumer behaviors are important to financial institutions’ mobile banking and mobile marketing strategies.  Based on Aite Group’s analysis of mobile-banking-consumer behaviors, it is clear that banks will have to make significant investments to improve or develop their mobile marketing capabilities. The lack of a retention benefit from the mobile banking channel, potential loss of overdraft fees from balance monitoring, and shift in consumer attention toward the mobile channel means that financial institutions’ rationale for investing in mobile-banking capabilities will come from successful mobile marketing. “Financial institutions that currently provide mobile-banking services offer basic functionalities like balance-checking and funds transfers,” says Ron Shevlin, senior analyst with Aite Group and co-author of this report. “The internal struggle has been how to justify investments in this channel and what types of services to deploy next. Based on consumer behavior, mobile marketing functionality can provide the justification for and the answer behind what to deploy.” This 20-page Impact Note contains 19 figures and three tables. Clients of Aite Group's Retail Banking service can download the report by clicking on the icon to the right.  | |
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To purchase this report or for additional information, please contact: Aite Group SalesTel: +1.617.338.6050sales@aitegroup.com | |
Thursday, April 28, 2011
The Impact of Mobile Banking: A Case for Mobile Marketing
